{"id":2522,"date":"2022-08-18T07:45:56","date_gmt":"2022-08-18T05:45:56","guid":{"rendered":"https:\/\/www.capkelenn.com\/2022\/08\/18\/luxe-attitude-the-luxury-retail-sale-ceremony\/"},"modified":"2026-07-27T12:39:39","modified_gmt":"2026-07-27T10:39:39","slug":"luxe-attitude-the-luxury-retail-sale-ceremony","status":"publish","type":"post","link":"https:\/\/www.capkelenn.com\/en\/blog\/tv\/luxe-attitude-the-luxury-retail-sale-ceremony\/","title":{"rendered":"LUXE ATTITUDE: THE LUXURY RETAIL SALE CEREMONY"},"content":{"rendered":"
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\u2013 Would you like something to drink?<\/p>\n

\u2013 A tea, for me, please \u2026 with milk and saccharin, please.<\/p>\n

\u2013 And for you, sir?<\/p>\n

\u2013 A sparkling water, please.<\/p>\n

We are not in a bar but in a luxury store, and this couple receives a soft drink to liven up their experience in the store. Retail is Retail, but each sector (cosmetics, fashion, shoes, sports, DIY, restaurant\u2026) has its own codes. And luxury has very timeless representational codes, yet in continuous evolution: the Luxe Attitude.<\/p>\n

In contact with managers and salespeople, who also make our experience as coach-trainers a true luxury, we have trained and refined this Luxe Attitude, for French and Italian brands. I share my particular observation of this Luxe Attitude, from the people\u2019s perspective:<\/p>\n

Self-esteem<\/strong><\/span><\/h2>\n

The challenge for the salesperson (or client advisor or Sales consultant or Fashion expert\u2026) is to occupy their legitimate place in the mutual relationship with the client, and cultivate positive thinking such as: \u201cas a salesperson, I \u201cEXIST\u201d; I am not a mere flower pot, even if my client can potentially spend, in 15 minutes, in my store, the equivalent of my annual salary.\u201d This self-esteem enables the sales person to deliver value added rewarding customer experience, based not only on a desirable product, but also on this possibility of sincere human connection and interaction, to contribute to a greater well-being of the client, and provide an experience that makes the customer feel even happier. Despite this economic imbalance, the sales representative is here to empathize with that client. This self-esteem implies being able to connect with the client, look at the client in the eyes, call him by his name, dare to ask open questions to discover, and generate not only a sale, but also a memorable wow experience, at the height of the brand. Obviously taking care of the staff\u2019s self-esteem does not constitute a decree-law. It is transferred and cultivated thanks to a daily consideration in the employee experiences, in management rituals, individual (one-to-one coaching sessions, annual development plans) and collective sessions (inspiring morning briefs for example).<\/p>\n

Service vs Servility<\/strong><\/span><\/h2>\n

The Ritz-Carlton hotels defined an enlightening mission for their teams: \u201cWe are ladies & gentlemen, serving ladies & gentlemen!\u201d. This statement values \u200b\u200bthe exquisite sense of service, and precisely moves away from a sense of servility, which would be less rewarding. This subtle distinction represents a fine line between \u201cservice and servility\u201d lies in the hands of the managers, to enable true, authentic and sincere relationships between their employees and the customers in luxury context.<\/p>\n

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Brand ambassadors<\/strong><\/span><\/h2>\n

In recent years, we could hear in renown brands: \u201cyou are brand ambassadors\u201d. At Apple, managers even say \u201cYou are THE brand.\u201d How to \u201cbehave\u201d and embody a brand promise like Herm\u00e8s, Dolce Gabbana or Apple, for a 22-year-old novice salesperson? Elegance when dressing, verbal and non-verbal skills\u2026 contribute to embody the brand values. In luxury, the attitude does not come only from know-how, but a lot from behaviors, and personal \u201cclass\u201d, that maybe developed!<\/p>\n

Collections, shows and Catwalks<\/strong><\/span><\/h2>\n

All managers and sales fashion experts vibrate with collections, shows and launches. When Alessandro Michele, GUCCI\u2019s Creative Director, launches the Aria<\/a> collection, on April 15, 2021, which included a wink to Balenciaga, the next day all the teams in stores were sharing with enthusiasm with their customers, (customers and salespersons are fans of the brands) this creativity and originality that energizes the team.<\/p>\n

Clienteling<\/strong><\/span><\/h2>\n

When my friend Andy Stalman arrives at his hotel room in Bogot\u00e1, tired after a 13-hour flight from Spain, he can\u2019t believe what he\u2019s seeing. On the table, a Perrier bottle bears his name: Andy. An Evian bottle bears his surname name: Stalman. And the welcome canap\u00e9s have little flags with the title of his latest book (Brand On-Off). Andy is in shock! And then, he remembers that a month ago, he had already stayed in this same hotel, and the receptionist, during check-out, asked him, with great class, for his email address. She even dared to ask what his company did. Andy was able to talk about his book and his thoughts on branding. Luxury is about asking with honest interest. Luxury is to write down and remember. Luxury is delicately executed. Luxury is generating an experience in which they make you feel unique. Clienteling is about systematizing and executing loyalty with that hyper-personalization that generates a moment so wow, an experience so unforgettable, that we want to share: Fans, in all senses. The staff in luxury brands are Craftsmen not only in producing hand-made products, but also in delivering unique distinguished human experiences.<\/p>\n

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Selling Ceremony<\/strong><\/span><\/h2>\n

As the psychologist Vanessa Gault says: \u201cThe beautiful gesture is one so absolutely right, so precise, so perfect, that it seems easy, forgetting the sum of practices, knowledge and intuition of which it is the signal.\u201d At CapKelenn, we talk about dancing with the client in 8C\u2019s.<\/a> The way a client advisor says hello, connected emotionally in the first seconds, discovers the client\u2019s needs, leaves the counter to hand over a bag with 2 hands or even opens the door, represents ceremonials based on rituals. Like a dancer who, after hours of training, is capable of performing stunts that seem simple\u2026 even for the Closing phase. With covid, luxury stores receive less tourists and now need to really take a better care of the local customer; this is to really sell (in the better sense of the word) and enhance conversion rates. The closing phase is absolutely part of the selling ceremony, and must be trained, rehearsed, practiced regularly.<\/p>\n

The power of words<\/strong><\/span><\/h2>\n

Luxury is also experienced thanks to its linguistic elegance, enabling the evocative power of words, inspired by the lexical field of each brand. The French language, for example, includes a total of 60,000 words, of which an educated person masters about 40,000 and uses daily about 4,000. With 500 words a person survives every day. The challenge of luxury is to identify and impregnate each salesperson with the 20 to 150 keywords of a brand and its sector that a salesperson, even a new comer, must master and include in their lexical. NLP (NeuroLinguistics Programming) reminds us how automatic and unconscious the function of language is. Then, it can be the purpose of a coaching and training effort, initial and continuous, with perhaps, quiz and shadowing, to accompany a salesperson towards this mastering of proper vocabulary.<\/p>\n

\"\"<\/p>\n

Story Telling<\/strong><\/span><\/h2>\n

The power of words is also translated into the narrative of a powerful story telling: passionately telling the story of the \u201cMaison\u201d, conveying the story of each of its iconic products. The sale of the iconic Kelly bag at Herm\u00e8s must be accompanied by the narration of the scene in which Grace Kelly, surrounded by paparazzi as she gets out of a car, conceals her belly, being pregnant in 1956, with a bag that would be renamed\u2026 \u201cthe Kelly bag\u201d. Handling anecdotes, dates, icons, inspirations \u2026 constitutes the magic of the Luxe Attitude. We love that they tell us stories and that they relate them\u2026 with passion. And this narrative skill may be trained up to mastering.<\/p>\n

Sensory experience<\/strong><\/span><\/h2>\n

In a Bang & Olufsen store, the sales expert invites us to sit on a sofa, in front of a television with speakers, an authentic auditorium, and asks you for our favorite music. Ready? Then comes on the music. Wow! High voltage Experience. You obviously \u201cdesire\u201d this level of acoustic in your living room. It\u2019s hard to get off that couch. The sale is done, almost by itself. The very meaning of a customer experience. Steve Jobs used to say, \u201cIn general, people don\u2019t know what they want until you show it to them!\u201d Show, smell, touch, taste, connect with the sensations and emotions, that are the drivers of decisions. Symphony for the 5 senses\u2026. in which Amazon cannot compete.<\/p>\n

\"\"<\/p>\n

Brand of a country<\/strong><\/span><\/h2>\n

Chanel is a symbol of France; Armani of Italy. If I sell a Mah Jong by Roche Bobois, even in a Minnesota or Berlin showroom, I must convey \u201cl\u2019art de vivre \u00e0 la fran\u00e7aise\u201d (and pronounce this promise to the best of my ability in French). For an American or German customer, this furniture means a \u201cpiece of France\u201d at home. And the \u201cConsultant Designer\u201d must be able to permeate this French character; this \u201cFrenchness\u201d, or \u201cItalianness\u201d, of each brand.<\/p>\n

Digital luxury salesperson<\/strong><\/span><\/h2>\n

The new luxury is also time and space. How long, how many seconds, would it take for a brand to answer to a chat query on their website? Beyond 10 seconds, today a Consumer would consider it slow. A real challenge for the store operation ! And if they offer me a virtual personal appointment, will this interaction be as intense as a face-to-face experience, on an emotional, sensory level? And in this virtual video appointment, does the salespersons remain seated or are they able to get up, walk around the showroom and show the products to the customer with video from their smartphone, and even close sales, if the customer so wishes? As we shared in the last version of Retail Coaching book, perhaps that is a part of luxury of this 2021: live a whole shopping experience, even without moving from home.<\/p>\n

The Luxe Attitude, is that attitude that transmits this timeless sensation of embracing the sublime, of expressing the desire to own the perfect piece, to feel intensely alive, to feel\u2026 unique.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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CapKelenn in luxury retail<\/i><\/b>
\nCapKelenn is the primary certification in Retail Coaching worldwide, certifying managers in Retail to really become coaches for their sales teams, facilitating the transition towards a supreme clienteling savoir-faire. CapKelenn delivers the certification in 12 languages on all the 5 continents. CapKelenn accelerates change, thanks to people, with results that are fast, visible and sustainable, contributing to fertilize a client experience that is memorable and personalized.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

Know all the luxury retail sales steps.<\/p>\n","protected":false},"author":1,"featured_media":2478,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47,39],"tags":[],"class_list":["post-2522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-tv"],"yoast_head":"\nLUXE ATTITUDE: THE LUXURY RETAIL SALE CEREMONY - CapKelenn<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capkelenn.com\/en\/blog\/tv\/luxe-attitude-the-luxury-retail-sale-ceremony\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LUXE ATTITUDE: THE LUXURY RETAIL SALE CEREMONY - CapKelenn\" \/>\n<meta property=\"og:description\" content=\"Know all the luxury retail sales steps.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.capkelenn.com\/en\/blog\/tv\/luxe-attitude-the-luxury-retail-sale-ceremony\/\" \/>\n<meta property=\"og:site_name\" content=\"CapKelenn\" \/>\n<meta property=\"article:published_time\" content=\"2022-08-18T05:45:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-27T10:39:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.capkelenn.com\/wp-content\/uploads\/2026\/07\/Fotos-blog-web-10-1-scaled-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1443\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jairo Calero\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jairo Calero\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.capkelenn.com\\\/en\\\/blog\\\/tv\\\/luxe-attitude-the-luxury-retail-sale-ceremony\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.capkelenn.com\\\/en\\\/blog\\\/tv\\\/luxe-attitude-the-luxury-retail-sale-ceremony\\\/\"},\"author\":{\"name\":\"Jairo Calero\",\"@id\":\"https:\\\/\\\/www.capkelenn.com\\\/en\\\/#\\\/schema\\\/person\\\/5f330265871455725c65d0bf658bbec7\"},\"headline\":\"LUXE ATTITUDE: THE LUXURY RETAIL SALE CEREMONY\",\"datePublished\":\"2022-08-18T05:45:56+00:00\",\"dateModified\":\"2026-07-27T10:39:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.capkelenn.com\\\/en\\\/blog\\\/tv\\\/luxe-attitude-the-luxury-retail-sale-ceremony\\\/\"},\"wordCount\":1637,\"publisher\":{\"@id\":\"https:\\\/\\\/www.capkelenn.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.capkelenn.com\\\/en\\\/blog\\\/tv\\\/luxe-attitude-the-luxury-retail-sale-ceremony\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.capkelenn.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Fotos-blog-web-10-1-scaled-2.jpg\",\"articleSection\":[\"blog\",\"TV\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.capkelenn.com\\\/en\\\/blog\\\/tv\\\/luxe-attitude-the-luxury-retail-sale-ceremony\\\/\",\"url\":\"https:\\\/\\\/www.capkelenn.com\\\/en\\\/blog\\\/tv\\\/luxe-attitude-the-luxury-retail-sale-ceremony\\\/\",\"name\":\"LUXE ATTITUDE: THE LUXURY RETAIL SALE CEREMONY - 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